How Amazon, Apple, Facebook and Google manipulate our emotions | Scott Galloway

Prevoditelj: Sanda L Recezent: Tilen Pigac - EFZG

[This talk contains graphic language Viewer discretion is advised]

[Ovaj govor sadrži slikovit rječnik, preporučuje se diskrecija gledatelja]

So, this is the first and the last slide

Dakle, ovo je prvi i zadnji slajd

each of my 6,400 students over the last 15 years has seen.

koji je vidio svaki od mojih 6400 studenata u proteklih 15 godina.

I do not believe you can build a multibillion-dollar organization

Ne vjerujem da možete izgraditi više milijardi dolara vrijednu organizaciju,

unless you are clear on which instinct or organ you are targeting.

ukoliko niste svjesni koji instinkt ili organ ciljate.

Our species has a need for a superbeing.

Naša vrsta ima potrebu za superbićem.

Our competitive advantage as a species is our brain.

Naša kompetitivna prednost kao vrste je naš mozak.

Our brain is robust enough to ask these really difficult questions,

Naš mozak je dovoljno snažan da postavlja ta vrlo teška pitanja,

but, unfortunately, it doesn't have the processing power to answer them,

no, nažalost, nema moć obrade da odgovori na njih,

which creates a need for a superbeing

što stvara potrebu za superbićem

that we can pray to and look to for answers.

kome se možemo moliti i obratiti za odgovore.

What is prayer?

Što je molitva?

Sending a query into the universe,

Slanje upita univerzumu,

and hopefully there's some sort of divine intervention --

nadajući se da postoji nekakva božanska intervencija,

we don't need to understand what's going on --

ne moramo razumjeti što se dešava

od nekakvog sveznajućeg, svevidećeg superbića,

from an all-knowing, all-seeing superbeing

that gives us authority that this is the right answer.

koje je autoritet kojem se vjeruje da je to pravi odgovor.

"Will my kid be all right?"

"Hoće li moje dijete biti dobro?"

You have your planet of stuff,

Imate svoj svijet stvari,

you have your planet of work,

imate svoj svijet rada,

you have your planet of friends.

imate svoj svijet prijatelja.

If you have kids,

Ako imate djecu,

you know that once something comes off the rails with your kids,

znate da čim nešto kod vaše djece ne ide prema planu,

everything melts,

sve se raspada

in your universe to the Sun that is your kids.

u vašem svijetu zbog Sunca koje su vaša djeca.

"Will my kid be all right?"

"Hoće Ii moje dijete biti u redu?"

"Symptoms and treatment of croup" in the Google query box.

"Simptomi i liječenje grlobolje", upit na Googleu.

One in six queries presented to Google have never been asked before

Jedan od šest upita postavljenih Googleu nikad prije nisu traženi

in the history of mankind.

u povijesti čovječanstva.

What priest, teacher, rabbi, scholar, mentor, boss has so much credibility

Koji svećenik, učitelj, rabin, stručnjak, mentor, šef ima toliko kredibiliteta

that one in six questions posed to that person

da jedno od šest pitanja postavljenih toj osobi

have never been asked before?

nikad prije nije upitano?

Google is our modern man's God.

Google je Bog našeg modernog čovjeka.

Imagine your face and your name above everything you've put into that box,

Zamislite svoje lice i ime iznad svega što ste upisali u to polje pretrage

and you're going to realize you trust Google more than any entity

i shvatit ćete da vjerujete Googleu više od bilo kojeg entiteta

in your history.

u povijesti.

(Laughter)

(Smijeh)

Let's move further down the torso.

Krenimo dalje niz torzo.

(Laughter)

(Smijeh)

One of the other wonderful things about our species

Još jedna divna stvar kod naše vrste

is we not only need to be loved, but we need to love others.

je što ne samo da želimo biti voljeni, već i imamo potrebu voljeti druge.

Children with poor nutrition but a lot of affection

Djeca koja imaju slabu prehranu, ali mnogo ljubavi

have better outcomes than children with good nutrition and poor affection.

imaju bolje rezultate od djece koja se dobro hrane, ali su manje voljena.

However, the best signal that you might make it

Međutim, najbolji znak da biste mogli uspjeti

to be part of the number-one fastest growing demographic in the world --

biti dio najbrže rastuće demografije na svijetu --

centenarians, people who live to triple digits --

stogodišnjaka, ljudi koji dožive troznamenkastu dob,

there are three signals.

postoje tri pokazatelja.

In reverse order: your genetics -- not as important as you'd like to think,

Obrnutim redom: vaša genetika -- ne toliko važna koliko volite misliti

pa i dalje možete zanemarivati svoje tijelo

so you can continue to treat your body like shit

and think, "Oh, Uncle Joe lived to 95,

i misliti “Pa ujak Joe je doživio 95.,

the die have been cast."

dakle, kocka je bačena."

Manje je važno nego što mislite.

It's less important than you think.

Number two is lifestyle.

Broj dva - način života.

Ne pušite, ne budite pretili, idite na preglede

Don't smoke, don't be obese, and prescreen --

get rid of about two-thirds of early cancers

i riješite se dvije trećine rano otkrivenih tumora

and cardiovascular disease.

te bolesti srca i krvnih žila.

The number one indicator or signal that you'll make it to triple digits:

Glavni pokazatelj da ćete doživjeti stotu:

How many people do you love?

Koliko ljudi volite?

Caretaking is the security camera --

Briga za druge je naša sigurnosna kamera -

we call the low-resolution security camera in our brain --

zovemo je sigurnosnom kamerom niske rezolucije u našem mozgu --

deciding whether or not you are adding value.

odlučivanje dodajete li nečemu vrijednost.

Facebook taps into our instinctive need not only to be loved,

Facebook dopire do naše instinktivne potrebe, ne samo da budemo voljeni,

but to love others,

već i da volimo druge,

mostly through pictures that create empathy,

najčešće kroz slike koje stvaraju empatiju,

catalyze and reinforce our relationships.

pročišćuju i osnažuju naše veze s drugima.

Let's continue our journey down the torso.

Nastavimo dalje niz torzo.

Amazon is our consumptive gut.

Amazon je naše potrošačko crijevo.

The instinct of more is hardwired into us.

Instinkt za obiljem je ugrađen u nas.

The penalty for too little is starvation and malnutrition.

Kazna za oskudicu je gladovanje i neishranjenost.

Open your cupboards, open your closets,

Otvorite svoje vitrine i ormare,

you have 10 to 100x times what you need.

imate 10 do 100 puta više nego što vam je potrebno.

Why?

Zašto?

Because the penalty for too little is much greater

Zato jer je kazna za imati premalo mnogo veća,

than the penalty for too much.

nego za imati previše.

So "more for less" is a business strategy that never goes out of style.

Znači, "više za manje" je poslovna strategija koja nikad ne zastarijeva.

It's the strategy of China,

To je strategija Kine,

it's a the strategy of Walmart,

to je strategija Walmarta,

and now it's the strategy of the most successful company in the world,

a trenutno je to strategija i najuspješnije kompanije na svijetu,

Amazon.

Amazona.

You get more for less into your gut;

Dobivate više za manje u vašu probavu;

digest, send it to your muscular and skeletal system of consumption.

probavljate i šaljete to vašem mišićnom i koštanom sustavu za potrošnju.

Moving further,

Idemo dalje,

once we know we will survive, the basic instinct,

jednom kada smo svjesni da ćemo preživjeti, naš osnovni instinkt,

we move to the second most powerful instinct,

idemo prema drugom najsnažnijem instinktu,

and that is to spread and select the strongest, smartest and fastest seed

a to je širenje i biranje najsnažnijeg, najpametnijeg i najbržeg sjemena

to the four corners of the earth,

na sve četiri strane svijeta,

or pick the best seed.

ili biranje najboljeg sjemena.

This is not a timepiece.

Ovo nije sat.

I haven't wound it in five years.

Nisam ga navio na pet godina.

It's my vain attempt to say to people,

To je moj tašti pokušaj da kažem ljudima:

"If you mate with me, your children are more likely to survive

"Ako se spojite sa mnom, vaša djeca imaju više izgleda da prežive,

than if you mate with someone wearing a Swatch watch."

nego ako se spojite s nekim tko nosi Swatch sat."

(Laughter)

(Smijeh)

The key to business is tapping into the irrational organs.

Za poslovanje je ključno da dotaknete iracionalne organe.

"Irrational" is Harvard Business School's and New York Business School's term

"Iracionalno" je pojam na Harvardovoj i Njujorškoj poslovnoj školi

for fat profit margins and shareholder value.

za visoke marže prihoda i vrijednosti dionica.

"High-caloric paste for your children."

Visokokalorični namaz za vašu djecu."

No?

Ne?

You love your choosy mom.

Volite svoju izbirljivu mamu.

Why choosy moms choose Jif: you love your kids more.

Zašto izbirljive mame biraju Jif: vi volite svoju djecu više.

The greatest algorithm for shareholder creation from World War II

Najbolji algoritam za dioničare od Drugog svjetskog rata

to the advent of Google

do pojave Googlea,

was taking an average product and appealing to people's hearts.

bio je uzimanje prosječnog proizvoda i igranje na ljudske emocije.

You're a better a mom, a better person, a better patriot

Bolja ste mama, bolja osoba, veći domoljub

if you buy this average soap versus this average soap.

ako umjesto ovog prosječnog sapuna kupite ovaj prosječni sapun.

Now, the number one algorithm for shareholder value isn't technology.

Danas glavni algoritam za vrijednost dionica nije tehnologija.

Look at the Forbes 400.

Pogledajte Forbesovih 400.

Take out inherited wealth, take out finance.

Izostavite naslijeđeno bogatstvo, izostavite financije.

The number one source of wealth creation:

Glavni izvor stvaranja bogatstva je:

appealing to your reproductive organs.

obraćanje vašim reproduktivnim organima.

The Lauders; the number one wealthiest man in Europe, LVMH.

Lauders, najimućniji čovjek Europe, LVMH.

Numbers two and three: H&M and Inditex.

Drugo i treće mjesto: H&M i Inditex.

You want to target the most irrational organs for shareholder value.

Želite ciljati najiracionalnije organe za dobrobit dioničara.

As a result, these four companies -- Apple, Amazon, Facebook and Google --

Kao rezultat, ove četiri kompanije, Apple, Amazon, Facebook i Google,

raščlanile su ono što jesmo.

have disarticulated who we are.

God, love, consumption, sex.

Bog, ljubav, potrošnja, seks.

The proportion in your approach to those things is who you are,

Udio vašeg pristupa svemu ovome čini vas onime tko ste,

and they have reassembled who we are in the form of for-profit companies.

a oni su sjedinili ono tko smo u obliku profitnih kompanija.

At the end of the Great Recession,

Na kraju Velike recesije,

tržišna je vrijednost tih kompanija bila jednaka

the market capitalization of these companies was equivalent

to the GDP of Niger.

BDP-u Nigera.

Now it is equivalent to the GDP of India,

Sada je jednaka BDP-u Indije,

having blown past Russia and Canada in '13 and '14.

ostavivši za sobom Rusiju i Kanadu 2013. i 2014.

There are only five nations

Postoji samo pet država

that have a GDP greater than the combined market capitalization

koje imaju BDP veći od ukupne tržišne vrijednosti

of these four firms.

te četiri kompanije.

Something is happening, though.

Nešto se ipak događa.

The conversation just a year ago was, which CEO was more Jesus-like?

Prije samo godinu dana vodio se razgovor koji izvršni direktor više sliči Isusu.

Who was running for president?

Tko će se kandidirati za predsjednika?

Now the worm has turned.

Sada su se karte okrenule.

Everything they're doing is bothering us.

Sve što rade nama smeta.

We're worried they're tax avoiders.

Mislimo da izbjegavaju poreze.

Walmart, since the Great Recession, has paid 64 billion dollars

Walmart je od Velike recesije platio 64 milijarde dolara

in corporate income tax;

korporativnog poreza na prihod;

Amazon has paid 1.4.

Amazon je platio 1,4.

How do we pay our firefighters, our soldiers and our social workers

Kako da plaćamo naše vatrogasce, vojnike i socijalne radnike,

if the most successful companies in the world don't pay their fair share?

ako najuspješnije kompanije na svijetu ne plaćaju svoj dio?

Pretty easy.

Vrlo jednostavno.

To znači da manje uspješne tvrtke moraju platiti

That means the less successful companies have to pay

more than their fair share.

više nego što bi trebale.

Alexa, is this a good thing?

Alexa, je li to u redu?

This is despite that fact --

Ovo je uprkos činjenici --

(Laughter)

(Smijeh)

This is despite the fact

Ovo je uprkos činjenici

that Amazon has added the entire market capitalization of Walmart

da je Amazon dodao ukupnu tržišnu vrijednost Walmarta

to its market cap in the last 19 months.

svojoj tržišnoj vrijednosti u zadnjih 19 mjeseci.

Whose fault is it? It's our fault.

Čijom krivnjom? Našom.

We're electing regulators who don't have the backbone

Biramo regulatore koji nemaju petlje

to actually go after these companies.

ganjati te kompanije.

Facebook lies to EU regulators

Facebook laže EU regulatorima

and says, "It would be impossible for us to share the data

i kaže: "Nikako ne bismo mogli dijeliti podatke

between our core platform and our proposed acquisition of WhatsApp.

između naše glavne platforme i WhatsApp-a kao moguće akvizicije.

Approve the merger."

Odobrite pripajanje."

They approve the merger and then -- spoiler alert! -- they figure it out.

Odobrili su pripajanje i onda -- spojler! -- ovi su našli način.

And the EU says, "I feel lied to.

A EU je rekla: "Osjećamo da nas lažete.

We're fining you 120 [million] dollars,"

Određujemo vam kaznu od 120 milijuna dolara",

about .6 percent of the acquisition price of 19 billion dollars.

oko 0.6 posto cijene pripajanja od 19 milijardi dolara.

If Mark Zuckerberg could take out an insurance policy

Da je Mark Zuckerberg mogao izvući policu osiguranja

that the acquisition would go through for .6 percent,

kojom bi pripajanje prošlo za 0.6 posto,

wouldn't he do it?

ne bi li to učinio?

Anticompetitive behavior.

Nekonkurentsko ponašanje.

A two-and-a-half-billion-dollar fine,

Dvije i pol milijarde dolara kazne,

three billion of the cash flow,

protok novca od tri milijarde,

three percent of the cash on Google's balance sheet.

tri posto gotovine u Googleovoj bilanci.

We are telling these companies, "The smart thing to do,

Govorimo ovim kompanijama: "Pametna stvar,

the shareholder-driven thing to do,

isplativa stvar za vrijednost dionice

is to lie and to cheat."

je lagati i varati."

We are issuing 25-cent parking tickets

Dajemo kazne za parking od 25 centi

on a meter that costs 100 dollars an hour.

na brojilu koje stoji 100 dolara po satu.

The smart thing to do is lie.

Pametno je lagati.

Job destruction!

Uništavanje radnih mjesta!

Amazon only needs one person for two at Macy's.

Amazonu je potrebna jedna osoba za dvije u Macy's-u.

If they grow their business 20 billion dollars this year, which they will,

Ako im ove godine posao naraste za 20 milijardi, a hoće,

izgubit ćemo 53000 blagajnika i službenika.

we will lose 53,000 cashiers and clerks.

This is nothing unusual;

Nije to ništa neobično;

this has happened all through our economy,

to se dešava u cijeloj našoj ekonomiji,

we've just never seen companies this good at it.

ali još nismo vidjeli nekog tako vještog.

That's one Yankee Stadium of workers.

Ta količina radnika napunila bi Yankee stadion.

It's even worse in media.

Još je gore u medijima.

If Facebook and Google grow their businesses

Ako Facebook i Google prošire svoj posao

22 billion dollars this year, which they will,

za 22 milijarde dolara ove godine, a hoće,

we're going to lose approximately 150,000 creative directors,

izgubit ćemo, otprilike, 150000 kreativnih direktora,

planners and copywriters.

planera i copywritera.

Or we can fill up two-and-a-half Yankee Stadiums

Ili možemo ispuniti dva i pol Yankee stadiona

and say, "You are out of work, courtesy of Amazon."

i reći, "Otpušteni ste ljubaznošću Amazona."

We now get the majority of our news from our social media feeds,

Danas većinu vijesti dobivamo kroz društvene medije

and the majority of our news coming off of social media feeds is ...

i većina vijesti koje nam dolaze putem društvenih medija su...

fake news.

lažne vijesti.

(Laughter)

(Smijeh)

I am not allowed to be political or use curse words,

Nije mi dozvoljeno da budem političan ili koristim psovke,

or talk about religion in class,

ili govorim o religiji na predavanju

so I can definitely not say,

pa definitivno ne mogu reći,

"Zuckerberg has become Putin's bitch."

"Zuckerberg je postao Putinov potrčko."

I definitely cannot say that.

Definitivno ne mogu to reći.

(Laughter)

(Smijeh)

Their defense:

Njihova obrana:

"Facebook is not a media company; it's a technology company."

"Facebook nije medijska kompanija; radi se o tehnološkoj kompaniji."

You create original content,

Stvarate originalni sadržaj,

you pay sports leagues to give you original content,

plaćate sportskim ligama da vam šalju originalni sadržaj,

you run advertising against it -- boom! -- you're a media company.

vodite oglašavanje protiv toga -- vi jeste medijska kompanija.

Just in the last few days,

Samo u zadnjih nekoliko dana,

Sheryl Sandberg has repeated this lie, that "We are not a media company."

Sheryl Sandberg je ponovila ovu laž: "Mi nismo medijska kompanija."

Facebook has openly embraced the margins of celebrity

Facebook je otvoreno prihvatio zarade poput poznatih ličnosti

and the influence of a media company

i utjecajnost poput medijske kompanije

yet seems to be allergic to the responsibilities

ali izgleda da su i dalje alergični na odgovornosti

of a media company.

koju ima medijska kompanija.

Imagine McDonald's.

Zamislite McDonald's.

We find 80 percent of their beef is fake,

Otkrijemo da je 80 posto njihove govedine lažno,

and it's giving us encephalitis,

da nam uzrokuje encefalitis

and we're making terrible decisions.

i da donosimo grozne odluke.

And we say, "McDonald's, we're pissed off!"

I kažemo, "McDonald's, užasno smo ljuti!"

And they say, "Wait, wait --

A oni kažu: "Čekajte, čekajte --

we're not a fast-food restaurant,

mi nismo restoran brze hrane,

we're a fast-food platform."

mi smo platforma brze hrane."

(Laughter)

(Smijeh)

These companies and CEOs wrap themselves

Ove se kompanije i izvršni direktori omataju

in a neon-blue pink rainbow and blue blanket

u neonsko plavu, ružičastu dugu i plavi plašt

to create an illusionist trick from their behavior each day,

kako bi svakodnevno stvarali iluzionistički trik svojim ponašanjem,

which is more indicative of the spawn of Darth Vader and Ayn Rand.

što više priliči potomku Dartha Vadera and Ayn Rand.

Why? Because we as progressives are seen as nice but weak.

Zašto? Zato što nas progresivce vide kao ljubazne, ali slabe.

If Sheryl Sandberg had written a book on gun rights

Da je Sheryl Sandberg napisala knjigu o pravu na oružje,

or on the pro-life movement,

ili o pro-life pokretu,

would they be flying Sheryl to Cannes?

bi li Sheryl bila pozvana u Cannes?

No.

Ne.

I ne sumnjam u njihove progresivne vrijednosti

And I'm not doubting their progressive values,

ali to ide u smjeru vrijednosti za dioničare,

but it foots to shareholder value,

because we as progressives are seen as weak.

jer nas kao progresivce vide kao slabiće.

They're so nice -- remember Microsoft?

Tako su fini -- sjećate se Microsofta?

They didn't seem as nice,

Nisu se činili finima

and regulators stepped in much earlier than the regulators now,

i regulatori su se znatno ranije umiješali nego današnji regulatori,

who would never step in on those nice, nice people.

koji nikada ne bi nagazili na te fine, pristojne ljude.

I'm about to get on a plane tonight,

Večeras ću se ukrcati na avion

and I'm going to have a guy named Roy from TSA molest me.

i maltretirat će me lik iz osiguranja po imenu Roy.

If I am suspected of a DUI on the way home,

Ako posumnjaju da na putu prema kući vozim pod utjecajem alkohola,

I can have blood taken from my person.

mogu mi uzeti krv.

But wait! Don't tap into the iPhone --

Ali čekajte! Ne dirajte mi iPhone --

it's sacred.

on je svetinja.

This is our new cross.

To je naše novo božanstvo.

It shouldn't be the iPhone X,

Ne bi se trebao zvati "iPhone X",

it should be called the "iPhone Cross."

već "iPhone Cross."

We have our religion; it's Apple.

Imamo svoju religiju; to je Apple.

Our Jesus Christ is Steve Jobs,

Naš Isus Krist je Steve Jobs

and we've decided this is holier than our person, our house

i odlučili smo da je to svetije od nas samih, naše kuće,

or our computer.

ili našeg računala.

We have become totally out of control

Posve smo izmakli kontroli

with the gross idolatry of innovation and of youth.

tim slijepim štovanjem inovacija i mladosti.

We no longer worship at the altar of character,

Više ne cijenimo karakter,

of kindness,

ilil ljubaznost,

but of innovation and people who create shareholder value.

već inovaciju i ljude koji stvaraju vrijednost za svoje dioničare.

Amazon has become so powerful in the marketplace,

Amazon je postao toliko moćan na tržištu,

it can conduct Jedi mind tricks.

izvodi umne trikove poput Jedija.

It can begin damaging other industries just by looking at them.

Može štetiti ostalim industrijama samo posmatrajući ih.

Nike announces they're distributing on Amazon, their stock goes up,

Nike najavi distribuciju preko Amazona, vrijednost dionice im naraste,

every other footwear stock goes down.

a vrijednost ostalih u branši padne.

Kada dionice Amazona skaču, dionice ostalih u maloprodaji padaju,

When Amazon stock goes up, the rest of retail stocks go down,

jer pretpostavljaju da ono što je dobro za Amazon, loše je za sve ostale.

because they assume what's good for Amazon is bad for everybody else.

They cut the cost on salmon 33 percent when they acquired Whole Foods.

Snizili su cijenu lososa za 33 posto nakon što su pripojili Whole Foods.

In between the time they announced the acquisition of Whole Foods

Od vremena kada su najavili pripajanje Whole Foods-a

and when it closed,

pa do samog završetka,

Kroger, najveći prehrambeni online lanac u Americi,

Kroger, the largest pure-play grocer in America,

shed a third of its value,

izgubio je trećinu vrijednosti

because Amazon purchased a grocer one-eleventh the size of Kroger.

jer je Amazon kupio prehrambeni lanac veličine jedne jedanaestine Krogera.

I got very lucky.

Imao sam dosta sreće.

I predicted the acquisition of Whole Foods by Amazon

Predvidio sam da će Amazon preuzeti Whole Foods

the week before it happened.

tjedan prije akvizicije.

Ovdje se ja hvalim, rekao sam ovo javno u medijima.

This is me boasting; I said this publicly in the media.

This was the largest acquisition in their history,

To im je bila najveća akvizicija u povijesti,

nikada prije preko jedne milijarde

they'd never made an acquisition over a billion,

i ljudi su pitali, "Kako si znao?"

and people asked, "How did you know this?"

Stoga ću odati tajnu ovoj vrlo impresivnoj publici.

So I'm letting this very impressive audience in on the secret.

How did I know this?

Kako sam znao za to?

I'm going to tell you how I knew.

Reći ću vam.

I bark at Alexa all day long

Dovikujem se s Alexom po cijeli dan,

and try to figure out what's going on.

pokušavajući doznati što se događa.

(Scott Galloway) Alexa, buy whole milk.

(Scott Galloway) Alexa, kupi punomasno mlijeko.

(Alexa) I couldn't find anything for whole milk,

(Alexa) Nisam mogla naći punomasno mlijeko

so I've added whole milk to your shopping list.

pa sam ga dodala na tvoj popis za kupnju.

SG: Then I asked,

SG: Onda sam pitao,

(SG) Alexa, buy organic foods.

(SG) Alexa, kupi organsku hranu.

(Alexa) The top search result for organic food

(Alexa) U vrhu rezultata pretrage

je hrana za bebe Plum Organics, banana i bundeva,

is Plum Organics baby food, banana and pumpkin,

12-pack of four ounces each.

pakiranje od 12 komada, svaka 113 g.

It's 15 dollars total.

Ukupno 15 dolara.

Would you like to buy it?

Želiš li to kupiti?

SG: And then, as often happens at my age,

SG: I tada, kako to često bude u mojim godinama,

I got confused.

ostao sam zbunjen.

(SG) Alexa, buy whole foods.

(SG) Alexa, kupuj cjelovite namirnice (whole foods)

(Alexa) I have purchased the outstanding stock of Whole Foods Incorporated

(Alexa) Kupila sam izvrsnu dionicu Whole Foods Incorporated

at 42 dollars per share.

za 42 dolara po dionici.

I have charged 13.7 billion to your American Express card.

Platila sam 13,7 milijardi tvojom American Express karticom.

(Laughter)

(Smijeh)

SG: I thought that'd be funnier.

SG: Mislio sam da će biti smješnije.

(Laughter)

(Smijeh)

We've personified these companies,

Personificirali smo ove kompanije

and just as when you're really angry over every little thing someone does

i baš kao kad ste krajnje ljuti na svaku sitnicu koju netko čini

u vašem životu i odnosima,

in your life and relationships,

you've got to ask yourself,

morate se zapitati,

"Što se ovdje događa? Zašto smo toliko razočarani u tehnologiju?"

"What's going on here? Why are we so disappointed in technology?"

Vjerujem da je to zbog omjera, u kojem je jedan posto

I believe it's because the ratio of one-percent pursuit

of shareholder value

vrijednost za dioničare

and 99 percent the betterment of humanity

a 99 posto za unapređenje čovečanstva,

that technology used to play

što je tehnologija nekad bila,

has been flipped,

to sada promijenjeno,

and now we're totally focused on shareholder value instead of humanity.

sada smo posve fokusirani na vrijednost dionice umjesto na čovječanstvo.

One hundred thousand people came together for the Manhattan Project

Sto tisuća ljudi se okupilo za Manhattan Project

i doslovno spasilo svijet.

and literally saved the world.

Tehnologija je spasila svijet.

Technology saved the world.

Moja majka je bila četvorogodišnja Židovka koja je početkom rata živjela u Londonu.

My mother was a four-year-old Jew living in London at the outset of the war.

Da nismo pobijedili u utrci razbijanja atoma,

If we had not won the footrace towards splitting the atom,

would she have survived?

bi li ona preživjela?

It's unlikely.

Vjerojatno ne bi.

Twenty-five years later,

Dvadeset pet godina kasnije,

the most impressive accomplishment, arguably, ever in all of humankind:

najimpresivnije dostignuće, nedvojbeno, ikada u čitavom čovječanstvu:

put a man on the moon.

čovjek na Mjesecu.

Four hundred thirty thousand Canadians, British and Americans came together,

Skupilo se četiri stotine trideset tisuća Kanađana, Britanaca i Amerikanaca,

again, with very basic technology,

ponovo, uz krajnje skromnu tehnologiju

and put a man on the moon.

i poslali su čovjeka na Mjesec.

Now we have the 700,000 best and brightest,

Danas imamo 700000 najboljih i najbistrijih

and these are the best and brightest from the four corners of the earth.

sa sve četiri strane svijeta.

They are literally playing with lasers relative to slingshots,

Doslovno se igraju laserima sličnim praćki,

relative to the squirt gun.

sličnim vodenom pištolju.

They have the GDP of India to work at.

Imaju sredstva veličine BDP-a Indije.

And after studying these companies for 10 years,

I nakon što sam proučavao ove kompanije 10 godina,

I know what their mission is.

znam što je njihova misija.

Is it to organize the world's information?

Je li to organiziranje informacija na svjetskoj razini?

Is it to connect us?

Je li to povezivanje svih nas?

Is it to create greater comity of man?

Je li to stvaranje nekog značajnijeg udruženja?

It isn't.

Nije.

Znam zašto smo se okupili --

I know why we have brought together --

I know that the greatest collection of IQ capital and creativity,

znam da ova najveća okupljena grupa intelektualnog i kreativnog kapitala,

that their sole mission is:

da je njihova jedina misija:

to sell another fucking Nissan.

prodati još jedan jebeni Nissan.

My name is Scott Galloway, I teach at NYU, and I appreciate your time.

Ja sam Scott Galloway, predajem na NYU i zahvaljujem na vašem vremenu.

(Pljesak)

(Applause)

Chris Anderson: Not planned,

Chris Anderson: Nije planirano,

but you prompted some questions in me, Scott.

ali potaknuo si me na neka pitanja, Scott.

(Laughter)

(Smijeh)

That was a spectacular rant.

Ovo je bilo spektakularno.

SG: Is this like Letterman?

SG: Je li ovo kao Letterman?

When you do well, he calls you onto the couch?

Kad ste dobri, pozove vas na kauč?

CA: No, no, you're going to the heart of the conversation right now.

CA: Ne, pogađaš bit trenutne rasprave.

Everyone's aware that after years of worshipping Silicon Valley,

Svi su svjesni da nakon godina obožavanja Silicijske doline,

suddenly the worm has turned

iznenada su se stvari preokrenule,

and in such a big way.

i to drastično.

To some people here, it will just feel like you're piling on,

Neki će ovdje imati dojam kako samo još sve pojačavaš,

you're kicking the kids who've already been kicked to pieces anyway.

kako šutiraš klince koji su već i ovako oboreni.

Don't you feel any empathy for them at all?

Zar nemaš nimalo suosjećanja za njih?

SG: None whatsoever.

SG: Niti malo.

Look, this is the issue:

Evo o čemu se radi:

it's not their fault, it's our fault.

nije njihova krivica, naša je.

They're for-profit companies.

To su profitne kompanije.

They're not concerned with the condition of our souls.

One ne mare za stanje naših duša.

They're not going to take care of us when we get older.

Neće se brinuti za nas kada ostarimo.

We have set up a society that values shareholder value over everything,

Izgradili smo društvo koje iznad svega cijeni dobit za dioničare,

and they're doing what they're supposed to be doing.

a oni rade ono što i trebaju raditi.

Ali mi moramo izabrati ljude

But we need to elect people,

and we need to force ourselves to force them

i moramo natjerati sebe da ih prisilimo

to be subject to the same scrutiny

da postanu predmet istog nadzora

kao i svi ostali u poslovnom svijetu, točka.

that the rest of business endures, full stop.

CA: There's another narrative

CA: Ima i druga priča

that is arguably equally consistent with the facts,

koja je vjerojatno jednako u skladu s činjenicama,

which is that there actually is good intent in much of the leadership --

a to je da zapravo postoji dobra namjera kod većine tih vodećih ljudi,

I won't say everyone, necessarily --

neću reći nužno kod svih --

many of the employees.

ali kod mnogih zaposlenih.

We all know people who work in those companies,

Svi znamo ljude koji rade u ovim kompanijama

and they still are pretty convincing that their mission is to --

i koji su i dalje prilično uvjereni da je njihova misija --

so, the alternative narrative is that there have been

dakle, alternativna priča je da je ovdje došlo

unintended consequences here,

do nenamjernih posljedica,

that the technologies that we're unleashing,

da tehnologiju doslovno puštamo s lanca,

the algorithms, that we're attempting to personalize the internet, for example,

algoritmi, naš pokušaj personaliziranja interneta, na primjer,

have A, resulted in weird effects like filter bubbles

pod A, rezultirali su čudnim efektima, poput filterskih balona

that we weren't expecting;

koje nismo očekivali,

and B, made themselves vulnerable to weird things like --

i pod B, postali su slaba točka za stvari poput --

oh, I don't know, Russian hackers creating accounts

ne znam, ruskih hakera koji otvaraju profile

and doing things that we didn't expect.

i čine nešto što nismo očekivali.

Isn't the unintended consequence a possibility here?

Nije li možda ovo samo nenamjerna posljedica?

SG: I don't think --

SG: Ne mislim,

I'm pretty sure, statistically,

prilično sam siguran, statistički,

they're no less or better people than any other organization

oni nisu gori ili bolji ljudi od drugih organizacija

that has 100,000 or more people.

koje imaju 100000 ili više ljudi.

I don't think they're bad people.

Ne mislim da su loši ljudi.

As a matter of fact, I would argue

Zapravo, rekao bih,

ima tu vrlo građanski orijentiranih, pristojnih vodećih ljudi.

that there's a lot of very civic-minded, decent leadership.

No, u ovome je problem:

But this is the issue:

kada kontrolirate 90 posto udjela na tržištu,

when you control 90 percent points of share in a market, search,

that is now bigger than the entire advertising market of any nation,

što je sada veće od sveukupnog tržišta oglašavanja bilo koje države,

and you're primarily compensated and trying to develop economic security

a vi prije svega nastojite razviti ekonomsku sigurnost

for you and the families of your employees,

za sebe i obitelji vaših zaposlenih,

to increase that market share,

kako biste povećali tržišni udio,

you can't help but leverage all the power at your disposal.

ne možete a da ne koristite svu moć koja vam je na raspolaganju.

And that is the basis for regulation,

A to je osnova za regulaciju,

and it's the basis for the truism throughout history

na tome se zasniva stara poznata izreka,

that power corrupts.

da moć kvari.

They're not bad people;

Nisu oni loši ljudi,

we've just let them get out of control.

samo smo im mi dopustili da se otmu kontroli.

CA: So maybe the case is slightly overstated?

CA: Dakle, možda je slučaj blago prenaglašen?

I know at least a bit --

Znam barem malo --

Larry Page, for example, Jeff Bezos --

Larry Page, na primjer, Jeff Bezos --

I don't actually believe they wake up thinking,

ne mislim da se oni probude misleći,

"I've got to sell a fucking Nissan."

"Moram prodati jebeni Nissan."

I don't think they think that.

Ne mislim da tako razmišljaju.

I think they are trying to build something cool, and are probably,

Mislim da pokušavaju stvoriti odličnu stvar i vjerojatno su,

in moments of reflection,

u trenucima razmišljanja,

as horrified that some of the things that have happened as we might be.

jednako užasnuti nekim stvarima koje su se desile, kao što bismo i mi bili.

So is there a different way of framing this,

Dakle, postoji li drugačiji način da se ovo formulira,

to say that when your model is advertising,

reći da kada oglašavate svoj model,

that there are dangers there that you have to take on more explicitly?

da tu postoje opasnosti koje morate eksplicitnije shvatiti?

SG: I think it's very difficult to set an organization up as we do,

SG: Mislim da je veoma teško izgraditi organizaciju kao što mi radimo,

to pursue shareholder value above all else.

kako bi dobit dioničara bila iznad svega.

They're not non-profits.

Oni nisu neprofitne organizacije.

The reason people go to work there is they want to create economic security

Ljudi tamo idu raditi jer žele stvoriti ekonomsku sigurnost

for them and their families,

za sebe i svoje obitelji,

mostly first and foremost.

prije i nakon svega.

And when you get to a point where you control so much economic power,

A kada dođete do točke gdje kontrolirate toliku ekonomsku moć,

you use all the weapons at your disposal.

tada koristite svo raspoloživo oružje.

I don't think they're bad people,

Ne mislim da su oni loši ljudi,

but I think the role of government and the role of us as consumers

ali mislim da je uloga vlasti te nas kao potrošača

and people who elect our officials

i ljudi koji biraju svoje predstavnike,

is to ensure that there are some checks here.

pobrinuti se da se to provjerava.

And we have given them the mother of all hall passes

A mi smo ih pustili da krše sva moguća pravila,

jer su nam toliko fascinantni.

because we find them just so fascinating.

CA: Scott, eloquently put, spectacularly put.

CA: Scott, rječito iskazano, spektakularno iskazano.

Mark Zuckerberg, Jeff Bezos, Larry Page, Tim Cook, if you're watching,

Mark Zuckerberg, Jeff Bezos, Larry Page, Tim Cook, ako ovo gledate,

you're welcome to come and make the counterargument as well.

također ste dobrodošli ovdje da iznesete protuargumente.

Scott, thank you so much.

Scott, velika hvala.

SG: Thanks very much.

SG: Hvala.

(Pljesak)

(Applause)